People & Workplace

FedEx, for the first time in 12 years, will not advertise in the 2009 Super Bowl

By Steve Pacheco on December 22, 2008
 
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Make no mistake, our advertising presence in 18 Super Bowls since 1989 has strategically allowed FedEx to establish itself as a household name.  And it is indisputable that the Super Bowl is the only single event where an advertiser can reach a global audience of this size . . . last year almost 98 million people watched the game.

FedEx has become synonymous with Super Bowl advertising and we’ve had some amazing marketing moments.  To name a few, giant carrier pigeons wreaked havoc and tossed cars in our CGI city, the Stanley Cup wound up in Bolivia, we learned that the cherished Castaway package contained a survival kit, blank color bars surprised all when we learned the network did not use FedEx one year and the EMMY award-winning “Stick,” featuring the FedEx cave men, showed us that FedEx rocked the prehistoric age.

But times have changed.

As a country, we are in unprecedented economic waters.  And as a responsible employer of more than 290,000 employees and contractors worldwide, there is a time to justify such an ad spend and a time to step back. 

As FedEx employees, we, like millions of people at other companies, are being asked to do more with less.  Our most vital asset is the thousands of FedEx team members who truly enable the world to work, absolutely, positively, every day.  In the ultimate medium when where the message is king, being in the game simply sends the wrong message both to employees and other FedEx constituents.  A Super Bowl ad buy is not where we should put dollars at this time although, in the past, the value of doing so for FedEx has been indisputable. 

I’m proud to say that we’ve had quite the run.  FedEx has talked directly with hundreds of millions of customers over the years through the Super Bowl and launched the FedEx brand in some incredibly funny and memorable ways. 

We look very forward to the time when it makes sense for FedEx to advertise in the Super Bowl again.  For now, it’s just time for us to call a time out.

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I believe FedEx has

Submitted by Deby on 12/24/08 - 12:56 am
I believe FedEx has multi-year contracts on some of these, so may not be able to "drop out". I am confident that FedEx is trying to cut these costs, as well - and will do so as quickly as they can within the limits of their contractual obligations.

I applaud your decision to

Submitted by Mike on 12/23/08 - 9:58 pm
I applaud your decision to not advertise during the Super Bowl. Not because of the economic times...which are not as bad as everyone is trying to project...but because not supporting an event and an sport that has basically run its course is smart business. With your trucks, airplanes and stores everywhere, I think that is great advertising. Keeping your shipping costs level or reducing them, will draw more customers and create new ones. Also, I think commend you for taking other financial steps to keep your costs in line. Now if all those who are trying to hammer big business and are applauding you for reducing exec compensation, how about all of you hammering the ridiculous salaries given to the athletes. Now that would be a cause worth fighting for. Let's be consistent, shall we?

I've always been proud of our

Submitted by Marie on 12/23/08 - 7:03 pm
I've always been proud of our GREAT commercials during the Super Bowl but I applaud our Exec. Management's decision to tighten our belts during this tough economic time. Don't worry, this is not the end of our Super Bowl advertising. We will be back with bigger, better and bolder commercials that showcase our absolute, positive attitude toward meeting our customers expectations and taking care of their golden packages!

As a long time FedEx fan, and

Submitted by Monica @ MommyBrainReports on 12/23/08 - 5:00 pm
As a long time FedEx fan, and former employee, I must say I'm sad to hear this news, but I understand! It's a tough time, economically, for everyone. I have enjoyed the many years of funny commercials, especially the caveman ones of a couple of years ago..

I understand that it costs

Submitted by Alicia Matthews on 12/23/08 - 3:07 pm
I understand that it costs millions of dollars to do an ad for the Super bowl. I am probably not aware of what it costs for one commercial. But it is rare that you get such a large audience of 98 million at one time. Normally, in the past there would be several commerials about FedEx during the Super Bowl. Some good and some, not so good. However, if Mr. Smith decided to change his mind, which I am sure this is final. What about doing just one commercial describing the changing times, saying for instant, from the beginning in 1973 when FedEx first started until now? You can depend on FedEX whether in good times or changing times, FedEx will always be there for you. End it with the famous motto, "Relax it's FedEx".

A great step in the direction

Submitted by Valerie Farris on 12/23/08 - 2:42 pm
A great step in the direction of corporate responsibility. Here's hoping others follow suit!

Steve, That is an impressive

Submitted by Ed on 12/23/08 - 1:55 pm
Steve, That is an impressive stance and shows the value you place on your employees, customers, partners, and the community. Drawing down this sort of spend sends the right message in light of the tough choices we all have to make in this uncertain economy. I am sure FedEx will return triumphantly to the big game before long.

Wow! I applaud your decision.

Submitted by La Dolce Diva, Inc. on 12/23/08 - 1:55 pm
Wow! I applaud your decision. The insight to how your employees may have responded to your expenditure in this economic time is truly admirable. I hope your example is followed by other large corporations. Big companies are made up of little people, real people. Not many corporate giants recognize that. You have shown that you REALLY care- it's not just lip service.

Transparent, sincere,

Submitted by Mario on 12/23/08 - 1:45 pm
Transparent, sincere, respectful of your environment. This is what FedEx is all about and this post communicates thru and thru this. Amazing folks, my sincere respects.

That is an incredibly warm

Submitted by Nikita Polyakov on 12/23/08 - 1:43 pm
That is an incredibly warm business message, that I wish more companies embraced! Tip of the hat to you FedEx!

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